教学方

Dae Ryun Chang

脚本

Hello. Welcome to B2B Push and Pull, and the 4W method. In this section, we will deal with two very important concepts. The first is how B2B and B2C are related. And the second one is how to put together all the B2B concepts that we have learned by summarizing them without a strategic structure. Let's start. We have to separate B2B and B2C, but I personally prefer to put them together and call it B2B2C. It's because, in the end, all B2B ends up with the end user and, therefore, we must add one more C, the consumer. In this sense, B2C is also B2B from the point of view that we have distribution, we have wholesalers and retailers that act as buyers for the manufacturers. So, I think that the perception that B2B only deals with things related to industrial products is not correct. So, in relation to my argument about B2B and B2C, in marketing we must push to the complementary, and I repeat myself again, the complementary strategy of pull. Therefore, it is not push or pull, it is push and pull. Let's see what both terms mean. In this diagram we see that a manufacturer can connect with the consumer in two ways. The first is through other people, and that is what push means. They can offer discounts to the manufacturer who, in turn, offers discounts to the retailer that pushes those discounts to the consumer. But the other way is to go directly, that's what we call a pull strategy. And even though many salesmen think it's one or the other, I think you need both. Because it's like physics. Let's say I'm pushing something, I'm pushing the camera, and the camera weighs a lot, and that's why I have to push it, but very very strongly. But if someone were to pull the camera from behind, I would be able to push the camera much more easily. Marketing is the same. This is what I call a push thanks to a pull. We can see a great example in Intel, which practices both push and pull. And even though Intel manufactures what we normally consider exclusively B2B products, they manufacture microprocessors. However, they are one of the largest marketers who seek to make themselves known among end users, among consumers. And this fits with the concept of derived demand in B2B. There has been a debate for a long time about why Intel spends so much, and I think the reason is very simple, it's because again, they want to create this push thanks to a pull. They want to give consumers an idea of what they are buying, then they are showing that what they are buying are not really the PCs, it is not the hardware, but what is inside the hardware. This is what of course improves the performance of the computer, and this is the microprocessor. And for that reason, they have branded their components, their ingredients. So, because of this, you can go to your OEM, Original Equipment Manufacturer, that make these PCs. PCs And you can argue that buyers want the computers to have an Intel chip. The end result is that they have more bargaining power and profit margin. And what does all this mean in terms of strategy? Let me summarize B2B marketing in a very, very easy way. I've been teaching B2B marketing for a long time, and this resonates among many specialists, especially with the executive students who have studied my subject, and it is an extension of the concept of the decision matrix, where we see who, when, where, and the proportion, weight. Therefore, the 4W. Here we can summarize who is involved in the purchasing center denominated by the Bs and the numbers. We know what process that is taking place, we know what each member wants in terms of purchasing criteria, and finally, the numbers mean the proportion, how much weight has each member's voice. So, the key here is that not all members are involved in every stage. I have highlighted the two main stages, where in the first, only one department or member is involved, and therefore, we can focus our efforts on him, especially, regarding the service. The other key point can be stage 6, where a member, let's assume it's the one in the financial center, has the greatest power of decision as to which provider has offered the best cost for its service. Well, this is a brief summary of what we should know about the matrix. We need a sequential approach. We should not focus on all the members in each stage. Timing is also important, knowing who to focus on at each stage and with what criteria. We have also summarized that these stages can be, for this particular situation, stages 1 and 6. So, your task is to make sure that your points of difference, your strengths are aligned with the Noon Nopi, correspondence eye to eye, or the demand criteria for each purchasing center in each stage. Finally, we have learned that B2B is actually B2C, therefore, it's not about push, but to a certain extent, a pull can help us with the push, so we must also formulate pull strategies. And although B2B marketing can be very complicated, It can be summarized in the 4W method.